Last night as a group (Fresh Approach) with Aliana, Clifford, and Hector we all present our Strat Comm pitch for Wacha (in class). We all had a great time together studying and presenting our presentation.
Previously, I mentioned about Lipton’s RTD green tea commercial. Lipton’s commercial has exciting dance and message was drink natural unsweetened green tea to refresh yourself.
On the other hand Ito-En’s RTD green tea commercial is much calm and more emphasis on how tea should be. In the commercial it talks about…
tea’s tastyness comes from the scent of the tea
the scent gives the sense of peace (for Japanese)
the scent also gives re-freshness
These two companies have completely different approach but 2 things in common.
Knowing their audience
Green tea gives you re-freshness
June 19, 2012, 3:04pm
Western RTD (Ready-to-drink) green tea commercial is quite different to Japanese RTD green tea commercials. In Japan tea is more related with calmness unless its Summer season tea (e.g. Mugi-cha). I will up load one of the famous green tea commercial in Japan for the next post.
Meanwhile enjoy the Lipton’s green tea commercial with Hugh Jackman.
This is Lipton’s green tea commercial’s messages are:
Last night our course lecturer Tweeted this tea house (Argo Tea Cafe). So I did a little research and found out about their Green tea collection.
They have Japanese green tea (Sencha, Macha, and Genmaicha), and other blends of tea. The website is nice and simple. White and green tea coloured back ground with, pictures of how the lose tea leaf looks like. Underneath these images they have a short sentence of description. From my point of view this visual is effective, helps buyers imagine and buy the product.
At the bottom of the website, it has Share icon and we can share Argo Tea products using many other social media platform (e.g. Facebook, Twitter, Pinterest, Tumblr and many more). If you know anyone who is interested we can share it swiftly.
Twinings was found by Thomas Twining, and he was the first person to open a tea room in London in 1706. Apparently they have the world’s longest continuous use of their logo.
Interesting about their website is if you choose different countries from different continent (e.g. North America, Europe, Asia, and South East Asia and Oceania), the country web sites differ quite a lot.
UK, (http://www.twinings.co.uk/) has the theme of the Queen’s diamond Jubilee, sophisticated Darjeeling tea, and more information (e.g. Facebook, Twitter, and Youtube link etc…)
Singapore, (http://www.twiningsmoment.com/singapore/) Twinings is marketing their product as high end, fancy, elegant English tea. Display different packaging, gifts and educating people about Twinings’ heritage.
Clearly Twinings is communicating with their customers in different parts of the world strategically. However, they do not have a Japanese website… May be an opportunity for me to sell my brand? haha
June 13, 2012, 12:10pm
Japanese tea companies with social media…
Ito En （伊藤園）, Yamotoyama （山本山）, and Maeda En （前田園）are 3 big Japanese tea companies in the US market as well as in Japan.
Since the start comm class (summer semester), I become more aware of companies using social media, and understand the importance of being active in social media platforms.
Ito En （伊藤園）has been in the US market for about 20years. They have a solid social media marketing/tactics. Facebook: https://www.facebook.com/Itoen Twitter: http://twitter.com/#!/ITO_EN Ito En is very engaging with their audiences such as, uploading picture of their goods in a supermarket, and reply to what people comment on.
In previous post, fellow student Adam has introduced me to a coffee & tea house located at the heart of Greenwich village. Thanks Adam!
If you go and look at the catalog (website), it shows a lot of kinds of coffees and most importantly tea. There are 4 main kinds, black, red, green, and white tea. Within these 4 types, there are many different ones. If you are not familiar with tea go and have a look. It’s fascinating how many kinds of tea they have in their store. I’m impressed with their collection.
Since they are 117 years old store, they have many press. New York Times has 4 articles of them 83’, 97’, 08’, 10’. A few more press and a couple of video clips. Reaching out to their audiences to enjoy a cup of coffee/tea.
Any NYU strat commers wants to join me for a cuppa??
June 06, 2012, 3:39pm
Additional fancy name for Tea…
In previous post, I mentioned about how companies differentiate themselves. For example, price, brand name, flavour, and packaging.
Recently, I went to buy some tea for myself and I realised that besides flavours companies are using different words to differentiate from other competitors.
Words like… natural, organic, upscale, non-caffeine, High antioxidants, fresh, pure, high vitamin xyz, and no preservatives.
I guess this is the new way of marketing for health conscious people.
June 05, 2012, 3:50pm
According to this video by Miriam Novalle (3min 35sec). If you are feeling bad, your mum will come over and, ”Oh darling sit back and mum will make a cup of tea.” In the States people relate tea as a beverage that people drink when they get sick. No wonder people in the States drink more coffee instead… Nevertheless, the trend of drinking tea is slowly happening but still related with our new health issues (e.g. cancer and blood clots).
Now it make sense to me that, why tea (especially green tea) is marketed in such a way. In Japan, companies do mention about health benefits but they put more emphasis on how the tea is smooth, smells fresh and taste real.